Women like sneakers too: a groundbreaking revelation from Nike

The sportswear brand is debuting its new line Nike Unlaced

Women like sneakers too: a groundbreaking revelation from Nike
Stars Insider

02/03/18 | StarsInsider

FASHION Sneakers

Until recently, the sneaker market for women was limited in styles, sizes, and quantity. As a predominantly male market, fashionable and well-made sneakers were considerably gendered. This summer, Nike is debuting a new initiative that is meant to change the way women buy shoes.

Dubbed Nike Unlaced, the brand plans to create, "a curated selection of sneakers, inclusive of expanded sizes, innovative performance styles, and iconic collaborations, presents a holistic view that forms the backbone of Nike Unlaced, NIKE, Inc.’s new sneaker destination for women," according to the website.

In collaboration with influential female athletes such as Serena Williams and Joan Benoit Samuelson, the new line will hold events and special collection releases in major cities around the world.

The sneaker world has changed rapidly, as styles have gone from athletic to streetwear, and Nike's move to reflect that is already garnering a positive response. "As sneakers transcended sport and initiated street-style trends, collaboration became an integral component of sneaker culture, blossoming into a symbiotic relationship between brands and external creative communities," according to the website.

Look for Nike Unlaced coming to both online and brick-and-mortar locations in Summer 2018.

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